However, with Vendor Central you do have marketing and service advantages since there are more marketing options available to Vendor Central clients who sell their products through Amazon Retail. For example, Vendor Central partners can have their own Brand or Store page, vendor-powered coupons, more detailed content and headline ads. Also when it comes to issues like fraud and claims of fake products, Vendor Central clients do not need to address those issues since Amazon will handle those directly since your products are sold and shipped by Amazon. One big item to note is that to even participate in Amazon Vendor Central, you have to be invited to do so, which is also a key factor in most Amazon campaigns running on Seller Central typically.
It is also not uncommon to run an Amazon campaigns with a PPC and PLA campaign for the same products since that tactic gains more virtual real estate on the search results pages (SERPs) on Google and Bing to increase the odds of a sale occurring over competitors with similar products and product types. We can provide minimum recommended Amazon budgets, similar to our PPC & PLA recommendations, as well as suggestions of which products to promote. For potential clients that wish to test us out vs. competition, we have suggested approaches in order to run a comparative performance test to measure our team to other online agencies.
For those seeking a long-term online strategy to boosting leads while avoiding Amazon costs, Search Engine Optimization, Content Marketing and growing positive Testimonials across a variety of review sites, industry portals and social channels are all good investments to harness more traffic naturally and organically via major search engines. The tradeoff to not paying Amazon as well as Google and Bing (for PLAs or PPC) for clicks and sales is the amount of labor involved to get organic results and then maintain those results as competition seeks to out-position your listings online. Another factor to consider is remaining patient time-wise to appear on relevant SERPs, which are Page 1 and Page 2 of Google, Yahoo, and Bing. Most firms are impatient and want sales immediately, so the tolerance needed for SEO results is not for everyone. However, keep in mind, grabbing as much virtual real estate via Amazon, PLA, Pay Per Click, SEO and Reviews on the search results is the ideal tactic to surround a potential buyer with more of your messaging (via the search listings) than your competition.